ClickZ Retail Fashion Newsletter - 09.19.2024

PLUS: Fospha's Digital Marketing Trends in 2024 & Primark’s London Fashion Week Pre-Loved Swap Shops

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ClickZ
September 19, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

H&M

London Fashion Week kicked off with a bang, thanks to a party hosted by H&M and pop sensation Charli XCX. Forget the high-end designers; the real buzz is all about this event. Charli's "Brat" album has everyone talking, and now it's influencing fashion too. The British Fashion Council (BFC) is celebrating LFW's 40th anniversary, trying to stay hip with the younger crowd amid a designer exodus.

Seventy-two designers, including big names like Burberry and JW Anderson, will showcase their collections. But it's not all glitz and glam; sustainability is a hot topic. H&M, often criticized for its fast-fashion practices, is trying to rebrand with recycled materials. Meanwhile, Oxfam and Vinted are pushing "pre-loved" fashion, and eBay is debuting its "Endless Runway" with second-hand high-fashion pieces.

The fashion industry is facing tough times, especially for small designers. The pandemic and post-Brexit shipping fees have hit hard. Yet, the show must go on, and LFW is pulling out all the stops to stay relevant and exciting.

AI is revolutionizing fashion with platforms like Resonance One, enabling on-demand production through user-friendly interfaces. This technology reduces waste and enhances design transparency. Brands can now independently create and manufacture garments, blending AI and blockchain for better profitability and sustainability. The future of fashion on demand is here.

The 2024 Retail Customer Experience Index reveals that while retailers are improving in customer experience, many still lag in personalization and technology adoption. Home furnishings lead in CX maturity, with AI and personalized recommendations on the rise. Apparel and luxury segments excel in engagement and support capabilities.

Primark is launching in-store pre-loved swap shops during London Fashion Week to promote sustainable fashion. Customers can exchange up to five items for digital tokens via the Verte app, redeemable for pre-loved clothing. The initiative aims to encourage circular fashion and will be held in London, Manchester, and Birmingham.

Boohoo is shifting its US strategy by closing its Pennsylvania distribution center and fulfilling orders from its advanced UK hub. This move aims to offer a broader product range to US customers, leveraging the high-tech UK facility for faster deliveries and sustainable growth. The change follows successful trial results.

Digitalization is key for garment makers to escape the low price trap, says International Apparel Federation President, Cem Altan. It enables better products at lower costs. Subscribe to Just Style for expert insights and stay ahead in the apparel industry with in-depth analysis and exclusive content.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

  • 📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

  • 🚀 How to access Paid Social's huge scaling potential. 

  • ✨ The most effective Google channel of 2024.

  • 🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

"These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential." 

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

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